Client
StyleCo. is a mid-market fashion brand selling across the UK and Europe, with 80,000 monthly visitors and a growing wholesale network. They needed an e-commerce experience that matched their editorial brand positioning, processed high volumes cleanly and converted meaningfully more of their traffic into buyers.
Results
+144%Increase in checkout completion
-46%Reduction in cost-per-acquisition
3.2×Return on development investment
Challenge
StyleCo.'s previous store was built on a generic Shopify theme and had accumulated four years of ad-hoc customisations. Page speed scores were poor, the checkout had a 74% abandonment rate and the product browsing experience felt disconnected from the brand's luxury editorial identity.
They had attempted to improve performance with plugins, but each layer added more technical debt. The team needed a clean-slate rebuild — fast to ship and built to last.
Approach
We audited the entire customer journey — from paid ad landing to post-purchase confirmation — and identified twelve specific friction points. We then rebuilt the store on Shopify Plus with a fully custom theme: zero bloat, bespoke collection filtering, a streamlined two-step checkout and product pages designed around conversion best practices.
Performance was optimised from the first line of code. Largest Contentful Paint dropped from 7.2s to 1.6s. The result was a store that felt premium, converted better and gave the internal team a stable platform to build on.
